Jamaican soft drink brand, Ting has unveiled a collaborative marketing campaign in the United Kingdom, where it has enjoyed a strong and loyal customer base.

The sparkling grapefruit flavoured soft drink is seeking to ramp up its customers in the UK and is seeking to tap into the mixers market, which is growing in value. Ting is partnering with mixologist influencers for the campaign that focuses predominantly on social media.

A significant part of the activity will be brand collaborations to inspire consumers on the perfect food pairings. With the UK’s soft drinks market valued at £13.64 billion in 2020 based on a study by Statista.com and that the mixers market grew in value by 29.6 per cent to £307.1 million in 2020, Ting believes the time is right for an online marketing campaign.

In fact, the brand is of the view that there is an opportunity to recruit new drinkers to Ting, which is great served straight up or as a mixer.

Terri Cooper, senior commercial manager at Ting explained, “Ting is unique in that it is enjoyed as much as a mixer for spirits as it is alone as a soft drink. The mixer market grew by almost a third last year as Brits mixed more drinks at home so there’s a real opportunity for retailers to grow sales.”

“We are keen to support retailers to maximize sales, which is why we have invested in a collaborative marketing campaign that will raise awareness of Ting amongst new consumers and highlight its unrivalled versatility as a mixer,” Cooper continued.

“It’s not only ideal for cocktails but pairs perfectly with spirits too and can be enjoyed at parties, intimate get-togethers and even when you want something just a little alternative when you’re home alone,” she added.